ARTF for Publisher Ad Servers

This page describes how publisher ad servers can use the Agentic RTB Framework (ARTF) to run agents inside publisher-controlled environments.

graph LR Media[Publisher ad server] --> Host[ARTF Host Platform] Host --> Agent1[ARTF Bidding Agent] Host --> Agent2[ARTF Bidding Agent] Host --> Buyers[Buy side platforms]

1. Running agents in publisher-controlled environments

Publisher ad servers are close to the source of supply and first-party data. ARTF allows them to:

  • Run enrichment, quality, and other agents within a publisher-controlled ARTF Host Platform.
  • Apply these agents before traffic is exposed to downstream SSPs, exchanges, or buyers.

This can support publisher objectives around brand safety, inventory quality, and first-party data protection.

2. First-party data and contextual signals

With ARTF, a publisher ad server can:

  • Use first-party data to derive segments or contextual scores inside the publisher environment.
  • Share only the resulting signals with downstream partners, rather than raw user or content data.

This helps reconcile demand for richer signals with the need to maintain a controlled data perimeter.

3. Coordination with downstream partners

Publisher ad servers can align ARTF-based logic with downstream contracts and integrations by:

  • Documenting which ARTF Bidding Agents or enrichment agents run before requests leave the publisher environment.
  • Ensuring that downstream SSPs, exchanges, or DSPs understand which fields may already reflect agent decisions or scores.

4. Readiness considerations for publisher ad servers

Before adopting ARTF, publisher ad servers should consider:

  • Infrastructure alignment. Ability to run containerized agents at the scale of publisher traffic.
  • Governance. How publishers control which agents are allowed and what data they access.
  • Partner communication. Clear documentation so that downstream systems understand how ARTF-based logic has been applied upstream.

Used in this way, ARTF allows publisher ad servers to add intelligence and quality control at the earliest stage of the supply path, without changing publisher ownership of relationships and data.